Public Relations vs. Media Relations: What’s the Difference and Why Does It Matter?
Public relations (PR) and media relations are often mixed up. They’re not the same. Both help shape how people see your brand, but they focus on different audiences and play different roles in your communications.
Knowing the difference helps you use each one more effectively.
What Is Public Relations?
PR is the big picture. It’s about building good relationships with your audience: customers, employees, investors, partners, community groups, and the public.
PR activities can include:
Internal communications to keep employees informed and engaged
Community outreach and sponsorships
The goal? Create and maintain a positive image over the long term.
What Is Media Relations?
Media relations is a part of PR that focuses on journalists, editors, media outlets, and increasingly, digital creators such as bloggers, vloggers, YouTubers, podcasters, and influencers. The goal is to get free coverage (earned media) by pitching stories, sending press releases, and offering expert opinions.
It’s about knowing the right reporters, understanding what makes a good story for their audience, and building trust so they come to you for quotes or insight.
Key Difference: Who You’re Talking To
Media relations = you’re talking to the media, so they talk about you.
Public relations = you’re talking to everyone who matters to your organization, including (but not limited to) the media.
In PR, “the public” doesn’t mean everyone. It refers to specific groups of people who can affect your organization or be affected by it. These are your strategic publics, the audiences whose awareness or behaviour you may need to influence for your organization to succeed.
PR is the overall strategy that shapes your brand’s message for those priority audiences. Media relations is one way of sharing that message through news coverage.
Why You Need Both
If you use only media relations, you might get good press but miss direct connections with employees, customers, or partners.
If you use only PR without media relations, you might have strong direct communication but miss the credibility and reach that media coverage brings.
Together, PR builds your brand’s story and relationships with your audience and media relations spreads that story through trusted, independent voices.
When to Lean on Each
Media relations first when you have big, time-sensitive news like a product launch, a major milestone, or an urgent need to address a public issue.
PR first when you’re building long-term relationships, such as community engagement programs, employee initiatives, or reputation repair.
In a crisis, you need both. Media relations quickly gets your side of the story into news reports. PR channels like your website, social media, and direct outreach let you speak directly to your audience.
Bottom line: PR and media relations are different tools in the same toolbox. PR sets the strategy and strengthens relationships with your audience. Media relations takes that strategy to the press and amplifies your message.
At reVerb, we help organizations navigate public and media relations, building strong relationships while getting the right stories in front of the right audiences. Reach out today to see how we can help.
